February 7, 2013•
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Report: B2B Marketing Priorities and Spending Forecast Revealed
Like thousands of communications technology executives, vendors, analysts, consultants and corporate IT decision makers, I flew down to Orlando last week to attend the Enterprise Connect show, the leading Enterprise Communications conference. After almost 20 years of providing marketing support to the major players in communications and technology, I’ve never been more energized about the future.
IP Telephony, collaboration, cloud, mobility, Unified Communications, and video. Accessibility in and out of the office with our very own devices such as smart phones and tablets. These were a few of the themes the keynotes had us buzzing about. The forward-thinking keynotes from Verizon’s Farooq Muzaffar and Microsoft’s Kirk Koenigsbauer addressed the ease and efficiency of implementing and deploying these technologies.
This year’s show seemed like a culmination of many years of hype and promise – okay, marketing speak – about all of these converging technologies. No longer is it technology for technology’s sake. Rather, we are seeing how these technologies and the information that they provide are accessible and simplify our hyper-connected and over-programmed day-to-day interactions. These are real, practical business and social applications, as the integration of all the technology we’ve been preaching about for years has come of age. You are now connected… to the people who you want to be connected to, with access to information like never before.As the availability of information becomes ubiquitous, it’s more important than ever for forward-thinking companies to get their message out. Study the landscape, determine what your key differentiators are, educate the market, generate demand, and distinguish yourself in the marketplace. An educated buyer is a great opportunity. Only after you’ve zeroed in on what’s truly unique about your company and your offerings… will you capture mindshare and the market share you deserve.
When we embark on a discovery for a client, we metaphorically eat, sleep, and drink that client’s business, competitors, and overall industry. Most recently, we took a head-first dive into the GPS tracking arena. This particular client turned to us to re-vamp their marketing efforts and help launch a game-changing new product. For weeks, our discovery team reviewed the client’s current business model, products, competitors, customers, and prospects. We focused on them all day at work and spent our nights dreaming about ways to bring their products into the mainstream.
The result? A 30+ page perspective on the state of the industry, current market need, company and product strengths, weaknesses, opportunities, and threats, and rock-solid advice on how to increase their distributorships and effectively market their products.
Knowledge-based marketing
Instead of utilizing “ready, fire, aim!” marketing tactics, we fully immersed ourselves into the GPS tracking industry and have become experts in our own right. We know what motivates each unique buyer, and what the competition is lacking. We’re fully enlightened as to all the ways a GPS personal or business tracking solution can improve lives and bottom lines, and we’re eager to share that knowledge with consumers, business owners, and potential distributors throughout the country.
With a carefully crafted strategic plan in place, we’re now hard at work on a multi-channel marketing campaign. New and improved corporate and distributor websites have been designed and are in the process of being coded. A killer sales presentation was created and test driven. A sleek new brochure and sell sheets are in development. A direct marketing campaign has been conceived and is awaiting implementation. Concepts for a series of videos have been laid out and production teams have been lined up. And that’s just the beginning.
Experience the difference
For every client who fully understands why the discovery phase is so important in developing an effective marketing strategy, we know there will always be another one in line who wants to figure out the fastest way around it. Sure, it’s an investment. But it’s one that pays dividends. Just ask our latest satisfied client, whose GPS tracking business is on the verge of transformation.
Scott Cooper Associates is an award-winning branding, advertising and marketing services agency.
